Displaying content items based on device status

ABSTRACT

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for presenting content items. In one aspect, a method includes identifying an opportunity to present a content item at a device and in a manner that precludes a user from accessing content of one or more applications executing on the device. Data relating to a status of each of the one or more applications are identified. A level of urgency for a user to access content of the one or more applications is determined based on the data. A response to the opportunity to present a content item is selected based on the level of urgency for the user to access content of the one or more applications. The response is selected from a first response that causes presentation of the content item and a second response that precludes presentation of the content item.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a continuation application of, and claims priorityto, U.S. patent application Ser. No. 15/656,384, titled “DISPLAYINGCONTENT ITEMS BASED ON DEVICE STATUS,” filed on Jul. 21, 2017, which isa continuation application of, and claims priority to, U.S. patentapplication Ser. No. 14/064,894, titled “DISPLAYING CONTENT ITEMS BASEDON DEVICE STATUS,” filed on Oct. 28, 2013. The complete disclosure ofthe above-identified priority applications is hereby fully incorporatedherein by reference.

BACKGROUND

This specification relates to data processing and content presentation.

The Internet enables access to a wide variety of resources. For example,video, audio, web pages directed to particular subject matter, newsarticles, images, and other resources are accessible over the Internet.The wide variety of resources that are accessible over the Internet hasenabled opportunities for content distributors to provide content itemswith resources that are requested by users. Content items are units ofcontent (e.g., individual files or a set of files) that are presentedin/with resources (e.g., web pages), for example, in response to acontent item request that is initiated by code included in, orassociated with, the resource. An advertisement is an example of acontent item that advertisers can provide for presentation withparticular resources, such as web pages and search results pages.

SUMMARY

In general, one innovative aspect of the subject matter described inthis specification can be embodied in methods that include the actionsof identifying an opportunity to present a content item at a device andin a manner that precludes a user from accessing content of one or moreapplications executing on the device; identifying data relating to astatus of each of the one or more applications; determining, based onthe data relating to the status of the one or more applications, a levelof urgency for a user to access content of the one or more applications;and selecting a response to the opportunity to present a content itembased on the level of urgency for the user to access content of the oneor more applications, the response being selected from a first responsethat causes presentation of the content item and a second response thatprecludes presentation of the content item. Other embodiments of thisaspect include corresponding systems, apparatus, and computer programs,configured to perform the actions of the methods, encoded on computerstorage devices.

These and other embodiments can each optionally include one or more ofthe following features. Aspects can include precluding the presentationof the content item at a lock screen of the device in a manner thatrequires the user to dismiss the content item prior to accessing the oneor more applications in response to selecting the second response.

The data relating to the status of the one or more applications caninclude at least one of data specifying a number of messages received bya messaging application subsequent to a previous user session with themessaging application, data specifying a level of charge for a batterythat powers the device, data specifying motion of the device, and dataspecifying an orientation of the device. Determining the level ofurgency can include predicting, based on an orientation of the device,that a camera of the device will be accessed and adjusting the level ofurgency in response to the prediction.

Aspects can further include, in response to selecting the secondresponse, precluding the presentation of a video content item prior topresentation of a video selected for viewing in a manner that preventsthe user from viewing the video selected for viewing until the videocontent item has been presented. The data relating to the status of theone or more applications can include data specifying previous userinteraction with the video player.

Aspects can further include obtaining content items periodically from acontent item provider. The device can determine whether to display thecontent items based on the level of urgency. Aspects can further includedetermining, based on the data relating to the status of the one or moreapplications, that the status of a particular application of the one ormore applications precludes the presentation of the content itemirrespective of the level of urgency and in response, precluding thepresentation of the content item.

Aspects can further include selecting content for the content item basedon the level of urgency. Aspects can further include identifying amaximum duration for a video content item based on the level of urgency;and selecting the content item from a set of video content items havinga duration that is less than the maximum duration.

The level of urgency can be based on historical user response toapplication statuses that are similar to the status of at least one ofthe one or more applications. Selecting a response to the opportunity topresent a content item based on the level or urgency can includedetermining an urgency score based on the level or urgency; selectingthe first response when the urgency score fails to meet an urgency scorethreshold; and selecting the second response when the urgency scoremeets the urgency threshold.

Particular embodiments of the subject matter described in thisspecification can be implemented so as to realize one or more of thefollowing advantages. By evaluating device and application status,content items (e.g., advertisements, promotions, videos, etc.) can beprovided when the user is more likely to be receptive to the contentitem. User frustration can be avoided by precluding the display ofcontent items when it is determined that the user needs to access theirdevice or particular content without delaying access by displaying acontent item. The efficacy of a content item can also be improved bydisplaying the content item at a time when a user is more likely to bereceptive to the content item.

The details of one or more embodiments of the subject matter describedin this specification are set forth in the accompanying drawings and thedescription below. Other features, aspects, and advantages of thesubject matter will become apparent from the description, the drawings,and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example environment in which a userdevice presents content items.

FIG. 2 is a block diagram depicting a screen shot of an example lockscreen of a user device.

FIG. 3 is a block diagram of an example user interface for presentingvideos.

FIG. 4 is a flow chart of an example process for selectively providing acontent item prior to providing access to requested content.

FIG. 5 is block diagram of an example computer system.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

Content items (e.g., advertisements, videos, promotions, etc.) can bepresented on user devices in a manner that calls for a user to interactwith or dismiss the content item prior to accessing the device,applications of the device, and/or content of the applications. Forexample, an advertisement may be presented on a lock screen of a mobiledevice or after the device is unlocked, or on another screen that callsfor the user to interact with or dismiss the advertisement prior toaccessing other elements of the device. In another example, a pre-rollvideo advertisement may be presented prior to presentation of a videoselected by a user. In each example, the content item may be presentedbefore the user is provided access to a particular device and/orparticular content.

In some instances, it may be frustrating for the user to have to view ordismiss a content item prior to accessing requested content. Forexample, if the battery of a user's phone is low, the user may be in ahurry to access content on the phone before the battery loses itscharge. An abundance of notifications can also increase the urgency of auser to access data regarding the notifications. For example, if thelock screen of the user's phone indicates that the user has missedseveral calls, the user may want quicker access to the phone to identifywho made the calls. Having an advertisement presented prior to accessingsuch content can be frustrating for the user and can reduce theeffectiveness of the advertisement. To reduce the likelihood thatcontent items cause user dissatisfaction, a status of the user's devicecan be evaluated in order to determine whether to display a content itemat the user device prior to providing access to the device orapplication.

As described in detail below, a determination can be made regardingwhether to present or preclude the presentation of a content item on auser device based on data relating to the status of the device and/ordata relating to the status of applications executing on or residing onthe device. A determination can also be made whether to display a fullsize or full length version of a content item, or smaller or shorterversion of a content item based on the status data. The status data caninclude data relating to the battery level, notifications forcommunication applications (e.g., new messages or missed calls),orientation of the device, motion of the device (e.g., accelerometerdata), and/or recent or previous interactions with the device or anapplication, just to name a few examples. In some implementations, thesystem determines an urgency score using the status data. The urgencyscore can specify a level of urgency related to a user's need to accessthe device, an application of the device, and/or content of anapplication. Based on a comparison of the urgency score with an urgencythreshold, the system can determine whether to present the content itemor to preclude the presentation of the content item.

There may also be a particular device or application status thatprecludes the presentation of a content item (e.g., prior to the useraccessing the device, an application, or particular content)irrespective of the urgency score. For example, if the device's batterylevel is less than a threshold level, a content item may not bepresented although an urgency score that takes into account other datawould normally allow for the presentation of the content item.

For situations in which the systems described here collect informationabout users, or may make use of information about users, the users maybe provided with an opportunity to control whether programs or featurescollect user information (e.g., information about a user's socialnetwork, social actions or activities, profession, a user's preferences,or a user's current location), or to control whether and/or how toreceive content from the content server that may be more relevant to theuser. In addition, certain data may be treated in one or more waysbefore it is stored or used, so that certain information about the useris removed. For example, a user's identity may be treated so that noidentifying information can be determined for the user, or a user'sgeographic location may be generalized where location information isobtained (such as to a city, ZIP code, or state level), so that aparticular location of a user cannot be determined. Thus, users may havecontrol over how information is collected about them and used by acontent server.

FIG. 1 is a block diagram of an example environment 100 in which a userdevice 140 presents content items. The example environment 100 includesa network 102 such as a local area network (LAN), wide area network(WAN), the Internet, or a combination thereof. The network 102 connectswebsites 104, user devices 140, advertisers 108, and the contentdistribution system 130. The example environment 100 may includemillions of websites 104, user devices 140, and advertisers 108.

A website 104 is one or more resources 105 associated with a domain nameand hosted by one or more servers. An example website is a collection ofweb pages formatted in hypertext markup language (HTML) that can containtext, images, multimedia content, and programming elements, e.g.,scripts. Each website 104 is maintained by a publisher, e.g., an entitythat manages and/or owns the website 104.

A resource 105 is data provided by the website 104 over the network 102and that is associated with a resource address. Resources include HTMLpages, word processing documents, and portable document format (PDF)documents, images, video, and feed sources, to name only a few. Theresources can include content, such as words, phrases, pictures, and soon, and may include embedded information (such as meta information andhyperlinks) and/or embedded instructions (such as scripts).

A user device 140 is an electronic device that is capable of requestingand receiving resources and content items 106 over the network 102.Example user devices 140 include personal computers, mobile computingdevices, e.g., smartphones and/or tablet computing devices, that cansend and receive data over the network 102. As used throughout thisdocument the term mobile computing device (“mobile device”) refers to auser device that is configured to communicate over a wireless and/ormobile communications network. A smartphone, (i.e., a phone that isenabled to communicate over the Internet) is an example of a mobiledevice. User devices 140 include a display screen 141, such as atouchscreen, that displays content to a user.

A user device 140 typically includes a user application 145, e.g., a webbrowser, to facilitate the sending and receiving of data over thenetwork 102. A user device 140 may also include other user applications,such as messaging applications 147 (e.g., text messaging and/or e-mailapplications), video players 149, social networking applications 151,productivity applications (not shown), and many other types ofapplications.

A user device 140 can also include sensors that can detect data relatingto the status of the user device 140. For example, a user device 140 mayinclude a gyroscope 155 that detects the orientation of the user device140. A user device 140 may also include an accelerometer 157 thatdetects movement and acceleration of the user device 140. Other sensorsmay also be included on a user device 140.

A user device 140 can also include one or more cameras 153. For example,a user device 140 may include a front-facing camera and/or a rear facingcamera. A front-facing camera typically faces the user while the user isviewing the display screen 141 of the user device 140. A rear-facingcamera typically faces away from the user while the user is viewing thedisplay screen.

A user device 140 can request resources 105 from a website 104. In turn,data representing the resource 105 can be provided to the user device140 for presentation by the user device 140. The data representing theresource 105 can include resource content (e.g., text, images, videos,etc. of the resource 105) and content item slots (e.g., advertisementslots). When a resource 105 having a content item slot is requested by auser device 140, the content distribution system 130 receives a contentitem request 116 requesting content items to be provided with theresource content.

A content item request 116 can include data regarding the content itemslots (e.g. size or type of content item slot), data regarding theresource 105 on which the content item will be presented (e.g., categoryor keywords found on the resource, data regarding publisher of resource,etc.), and/or other data. If the content items are to be presented incontent item slots of a search results page, the content item request116 may include keywords of a search query submitted to a search system.

The content distribution system 130 allows advertisers 108 or othercontent item providers to define campaign rules that take into accountattributes of content item slots or resources on which content items(e.g., advertisements) are to be presented. Example campaign rulesinclude keyword rules, in which an advertiser 108 provides bids forkeywords that are present in either search queries or resource content.The campaign rules can also specify particular contextual data about auser device 140 on which content items are to be presented. For example,the advertisers 108 may define location-based rules to serve contentitems to user devices 140 that are within particular geographic areas.

When a user of a user device 140 selects an advertisement, the userdevice 140 generates a request for a landing page of the advertisement,which is typically a web page of the advertiser 108. For example, theadvertisers 108 may each have respective web pages, some of which arelanding pages for the advertisements of the advertisers 108.

The content distribution system 130 includes a data storage system thatstores campaign data 132 and performance data 134. The campaign data 132stores content items (e.g., advertisements), campaign information, bidvalues for content items, and budgeting information for advertisers 108.The performance data 134 stores data indicating the performance of thecontent items that are served. Such performance data can include, forexample, click-through rates for content items, the number ofimpressions for content items, and the number of conversions for contentitems (e.g., purchase of a product in response to the display of anadvertisement). Other performance data can also be stored.

A user device 140 and/or applications executing on the user device 140can also submit content item requests 116 to the content distributionsystem 130. For example, a user device 140 may include a content itemprovider 143 that selectively presents content items on various userinterfaces or display screens of the user device, such as a lock screenor notification screen. A lock screen is a user interface that controlsaccess to the user device 140 by requiring the user to enter a passwordor perform some other action to access the user device 140. The userdevice 140 (or content item provider 143) may request content items topresent on the lock screen or other screens from the contentdistribution system 130 periodically, such as once a day, multiple timesa day, every other day, etc., and store the content items in a contentitem data store 160 installed on or communicably coupled to the userdevice 140. For example, the user device 140 may request content itemsin bulk each night when there is more bandwidth available and when theuser device 140 may potentially have more available power dud tocharging at night. The user device 140 may also (or in the alternative)send content item requests for content item presentation opportunities,such as in response to a user accessing (or interacting with) a lockscreen of the user device 140.

As described in more detail below, the content item provider 143 candetermine whether to present or to preclude presentation of a contentitem prior to the user accessing a device or content of an application(e.g., in a manner that temporarily prevents a user from accessing thedevice 140, an application of the device 140, or content of anapplication) based on certain status data. For example, the content itemprovider 143 may receive data relating to the status of the device'sbattery, applications executing or residing on the device (e.g.,messaging application 147), and/or sensors (e.g., gyroscope 155)installed on the user device 140. Based on this status data, the contentitem provider 143 may determine if it is an appropriate time to presenta content item at the device 140.

For example, a determination can be made regarding whether the urgencyof the user's access to the device, or application content, is less thana threshold level of urgency. If so, the content item provider 143 mayselect a content item from the content item data store 160 and presentthe selected content item, e.g., at the display screen 141. If theuser's urgency meets the threshold level of urgency, the user can beprovided access to the device or application content without first beingpresented a content item.

Although the content item provider 143 is illustrated and described asbeing implemented as part of the user device 140, the content itemprovider 143 can be implementation at the content distribution system130. In such implementations, the user device 140 may send status data(e.g., device and/or application status data) to the contentdistribution system 140, for example, in response to opportunities topresent content items. The content distributions system 130 candetermine whether to present a content item, select a content item andoptionally content for the content item based on the status data. Thecontent distribution system 130 can send the selected content item tothe user device 140 for presentation. In this example implementation,the content item provider 143 can be updated more quickly to adjust theway in which the determinations for presenting a content item are made.In implementations in which the content item provider 143 is a part ofthe user device 140, the content item provider 143 can be updatedperiodically, for example, by downloading updated logic or rules to theuser device 140.

FIG. 2 is a block diagram depicting a screen shot of an example lockscreen 200 of a user device. The example lock screen 200 includesseveral notifications, a display area 220, and instructions 211 forunlocking the lock screen 200. The display area 220 can be used topresent content, such as the current time, date, a user-selected image,or other content. The display area 220 can also function as a contentitem slot, and be used to present a content item, such as anadvertisement, promotional message, image, video, or text, selected by acontent item provider, such as by the content item provider 143 of FIG.1.

The notifications include a battery level indicator 212, a missed callnotification 214, and a message notification 218. The battery levelindicator 212 indicates the remaining charge of the device's battery. Inthis example, the battery has about 10% of its charge remaining. Themissed call notification 214 indicates a number of missed calls 215 thatthe user device has received, which in this example is three calls. Thenumber of missed calls may be the number of calls missed since the userdevice was last accessed, or since the call log of the user device waslast accessed.

Although only one message indicator 218 is illustrated in FIG. 2, a lockscreen may include multiple message indicators. A lock screen mayinclude a message indicator for each of multiple messaging applications.For example, a lock screen may include a message indicator for eache-mail account set up on the user device, and a message indicator for atext messaging application. The example message indicator 218 includes anumber of messages 219 that have been received by a messagingapplication, which in this example is nine messages. The number ofmessages may be the number of messages received since the user devicewas last accessed, or since the messaging application was last accessed.Other notifications can also be presented on a lock screen of a userdevice.

The notifications presented on a lock screen can be indicative of anestimated level or urgency (“level of urgency”) for a user to access thedevice to check the notifications. For example, if a user checks theirdevice and learns of several missed calls and messages, the user maywant quicker access to their device to determine who has been callingand sending messages to the user than if there were no missed calls ormessages. In situations when the user wants quicker access to theirdevice, it may not be an appropriate time to present an advertisement insuch a way that precludes the user from accessing the notificationswithout added delay. Conversely, if there are no notifications or only afew notifications, the user may be more receptive to an advertisement orother content item being presented prior to accessing the device. Thus,the number and type of notifications can be used to determine whether topresent a content item, or to preclude the presentation of a contentitem, after the device has been unlocked. The notifications can also beused to select a content item and content for a content item, asdescribed below.

FIG. 3 is a block diagram of an example user interface 300 forpresenting videos. The example user interface 300 is provided in a webbrowser and includes a video player 310. For example, the video player310 may be embedded in a web page that is presented in a web browser.The video player 310 may also be provided by another application otherthan the web browser, such as a video player application of a userdevice.

The example video player 310 includes a video display area 320 in whichvideos are presented. Videos selected or requested by a user may bedisplayed in the video display area 310. For example, a user may search(e.g., using a web browser or video player application) for a videorelated to a particular home improvement project. In response, searchresults that include links to videos related to home improvement may bepresented to the user and the user may select a particular video toview. The selected video may then be presented to the user using thevideo player 310.

Video-based content items such as video advertisements may also bepresented in the video display area 320 of the video player 310. Forexample, a pre-roll video advertisement (e.g., an advertisement that ispresented prior to the presentation of a selected video) may bepresented prior to a video selected by a user. The pre-rolladvertisement may be related to the video that the user selected. Forexample, a video advertisement for a home improvement store may bepresented prior to presentation of the home improvement video selectedby the user.

In some implementations, a pre-roll video advertisement (or othercontent item that is presented before a selected video) may be requiredto run completely before the selected video can be presented. Forexample, all twenty seconds of a video advertisement may be presentedbefore a selected video is presented. In some implementations, the videoplayer 310 may allow the user to bypass the pre-roll advertisementimmediately after the advertisement begins or after a pre-determinedamount of time. For example, the video player 310 may allow a user tobypass a twenty second advertisement after the first three seconds ofthe advertisement. As described in more detail below, the video player310 (or another device or application) may determine whether to allow acontent item to be bypassed and/or the amount of time before a contentitem can be bypassed for each individual presentation of a content item.

The example video player 310 can display an advertisement durationindicator 322 that indicates the remaining duration of an advertisementor other content item. If a content item can be bypassed prior to itscompletion, the video player 310 can also display a skip indicator 324that indicates the amount of time before a user can bypass the contentitem. After the time period has ended, an icon (or other user interfaceelement) can be displayed that allows the user to bypass the remainderof the content item in response to user interaction with the icon.

In some instances, it may not be appropriate to present a content itemprior to the presentation of a selected video. For example, a user maybe searching for a particular video or a video that includes particularcontent, and during their search may have selected several videoswithout success and quickly returned to a search results page afterviewing each video for only a short amount of time. In this situation,presenting an advertisement or other content item prior to a requestedvideo may frustrate or distract the user from the user's purpose. Thus,information regarding a video player session may be used to determinewhether to present a content item or to preclude presentation of thecontent item prior to presenting the selected video. For example, adetermination of whether to present a content item prior to thepresentation of a selected video may be based on a rate with which theuser has viewed other videos and/or a number of times the user hasreturned to a search results page to select another video. Other deviceand application status can also be used in this determination, such asdata regarding a mobile device's battery level.

FIG. 4 is a flow chart of an example process 400 for selectivelyproviding a content item prior to providing access to requested content.Operations of the process 400 can be implemented, for example, by a dataprocessing apparatus, such as the user device 140 (e.g., using thecontent item provider 143) of FIG. 1. The process 400 can also beimplemented by instructions stored on computer storage medium, whereexecution of the instructions by a data processing apparatus cause thedata processing apparatus to perform the operations of the process 400.

Operations of the process 400 can also be implemented, for example, bythe content distribution system 130 of FIG. 1. For example, data used todetermine whether to present a content item described below may be sentfrom a user device 140 to the content distribution system 130 inresponse to a presentation opportunity. The content distribution system130 can use the data to determine whether to present a content item,select a content item for presentation, and optionally content or apresentation format for the content item.

Content items, such as advertisements, are obtained (402). The contentitems can be obtained from a content item provider periodically (e.g.,once a day) or just prior to presenting a content item at a user device.The content items can be stored in a content item data store forpresentation at a later time. For example, content items may be obtainedeach night for potential presentation the next day.

An opportunity to present a content item is identified (404). Asdescribed above, a user device may present a content item at or on alock screen, after a lock screen is unlocked, on a notification screen,or on another screen or at another appropriate time. For example, when auser device is powered on or awakened from a sleep mode, the device maypresent a lock screen for the user to unlock by performing a particularaction (e.g., swiping and/or entering a password). In response, the userdevice may identify an opportunity to present a content item on the lockscreen, or just after the device is unlocked.

An opportunity to present a content item may also be identified inresponse to the selection of other content to be presented. For example,an opportunity to present a pre-roll video advertisement may beidentified in response to the selection of a desired video. Anopportunity to present an audio advertisement may also be identified inresponse to the selection of an audio file, such as a song or news cast.

Data relating to the status of the user device and/or data relating tothe status of one or more applications executing or residing on the userdevice are identified (406). Data relating to the status of the userdevice can include a level of charge on the device's battery, an amountof time since the user device was last accessed or powered on, how oftenthe user device has been accessed recently, data relating to current orprevious motion of the user device (e.g., whether the device is movingand/or accelerating), and/or data relating to the orientation of theuser device. The data relating to the orientation of the user device mayspecify whether the user device is in a portrait orientation or in alandscape orientation, or somewhere in between. As described above, auser device can include a gyroscope for detecting the orientation of theuser device and/or an accelerometer for detecting motion of the userdevice.

The user device can also obtain status data from applications andmodules installed on the user device. If the user device is a smartphoneor includes a phone module, the user device can obtain data relating tomissed calls or received messages. This data can specify the number ofcalls missed and/or the number of messages received since the userdevice was last accessed or since the missed calls or messages were lastchecked.

The user device can also obtain data from text-based messagingapplications. For example, the user device may obtain from a textmessaging application (e.g., short messaging service “SMS” application)data relating to the number of messages received since the user deviceand/or the text messaging application was last accessed. Similarly, theuser device may obtain from an e-mail application data relating to thenumber of e-mail messages received since the user device and/or thee-mail messaging application was last accessed.

Data regarding notification and status can also be obtained from otherapplications. For example, a social networking application can providedata regarding notifications for a social networking account. Thesenotifications may include a number of new messages, a number of newsocial networking posts, and/or a number of social networkingendorsements (e.g., “+1s”) related to the social networking account.Notifications can also be obtained from games or other entertainmentapplications. For example, a game application may provide a notificationto inform the user that it is the user's turn. Navigation applicationscan also provide notifications and/or status data (e.g., navigation isactive or turned on). For example, a navigation notification may informa user that the user is approaching a turn while navigating the user toa particular location.

With the approval of the user, the user device may also obtain dataregarding the status of a user's environment. For example, the use mayenable or disable the acquisition and use of data relating to the statusof the user's environment. In some implementations, images of the user'senvironment that are captured using the camera module may be compared toa previous image to identify changes in the user's environment (e.g., animage of a mountain that was taken some time after an image of the citywould indicate a change in the user's environment). The user device canalso determine whether the user's environment has changed based ongeographic location data (e.g., obtained from a Global PositioningSystem module) and/or light level detected by the user device. Forexample, a change in light level may indicate that the user device haschanged environments.

A determination is made whether the status of the device or the statusof an application precludes the presentation of a content item prior tothe user accessing the device, an application, or content of anapplication (408). For example, certain statuses may indicate particularurgency or that it is otherwise not an appropriate time to present acontent item. One such status is a very low battery status. If thebattery of the user device is less than a threshold, such as less than5%, then it may not be appropriate to present a content item. Anavigation notification may also preclude the presentation of a contentitem. For example, a notification that the user is approaching arequired turn during navigation may preclude the presentation of acontent item. In addition, the presentation of a content item may beprecluded when navigation is active.

The presentation of a content item can also be precluded in response toa determination or prediction that a user is navigating (e.g., walking,riding, driving, etc.) to another location. With the approval of theuser, this determination can be made based on the motion of the userdevice and/or whether location-based services (e.g., navigation, map, orGPS), are active. If the user is also providing video, for example, fromcamera-enabled glasses to a content item provider 143 installed on theuser device, the content item provider 143 can detect differences inframes of the video to determine whether the user is navigating toanother location. The glasses may also include a compass or otherorientation detecting device. Such a device can be used, with theapproval of the user, to determine whether the user is focusing in thedirection of motion. If the user is not focusing in the direction ofmotion (e.g., for at least a threshold percent of time), the user devicemay determine that the user is likely a passenger (e.g., on a bus orwith another person) and allow the presentation of an advertisement. Theuser may enable or disable the acquisition and use of data relating tomotion, location-based services, orientation devices, and video.

Another status that may preclude the presentation of a content item is alarge number of notifications for one or more applications. For example,if the user has missed more than a threshold number of calls (e.g., tenor more), then the user may want to quickly determine what the calls areabout. A total number of notifications across multiple applications canalso be used to determine whether to preclude the presentation of acontent item.

Another status that may preclude the presentation of a content item iswhether a camera of the user device is about to be used. For example, auser may be trying to quickly capture a picture of something. The userdevice can predict whether the camera is going to be used based on theorientation of the user device. Many users arrange a user device, suchas a smartphone, that includes a camera into a landscape mode beforecapturing pictures. Thus, if the user device detects that it is in (orapproximately in) a landscape orientation (e.g., using data from agyroscope), the user device may preclude the presentation of a contentitem. Similarly, if the user device detects that it is being rotatedinto a landscape mode (e.g., using data regarding the orientation and/ormotion of the user device), the user device may preclude thepresentation of a content item.

If a determination is made that the status of the device or anapplication precludes the presentation of a content item, the userdevice responds to the opportunity to present a content item byprecluding presentation of a content item (414). If a determination ismade that the status of the device or an application does not precludethe presentation of a content item, the user device determines anurgency score based on the status data (410).

The urgency score can specify a level of urgency related to a user'sneed to access the user device or content of one or more of theapplications installed on the user device. The urgency score can bebased on the status data for the user device and/or the status of eachapplication and module for which status data is available. In someimplementations, a lower urgency score indicates less urgency than ahigher urgency score. In such implementations, it may be appropriate topresent a content item for low urgency scores (e.g., urgency scores thatdo not meet a threshold urgency score), while precluding the display ofa content item for high urgency scores (e.g., urgency scores that meet athreshold urgency score).

Each particular status can affect the urgency score and can be weightedbased on its relative importance. For example, social networkingnotifications may be given less weight than the weight given for thelevel of charge on the battery or for missed calls. Each particularstatus can also be evaluated differently to determine its effect on theurgency score. For example, the urgency score can be increased as thelevel of battery decreases, or as the number of notifications (e.g., fora single application or a combination of multiple applications)increases.

In some implementations, the urgency score may be initialized at aparticular value, such as zero. Each particular status can be used toadd to or subtract from the urgency score. For example, notificationsfor a messaging application may add to the urgency score, while a fullycharged battery may subtract from the urgency score. The amount that aparticular status affects the urgency score can vary based on the typeof status. For example, the urgency score may be incremented by a firstamount (e.g., 1.0) for each text message received since the user devicewas last accessed. The urgency score may also be incremented by a secondamount (e.g., 2.0) that is different than the first amount for eachmissed call or voicemail message received since the user device was lastaccessed.

The amount by which the urgency score is incremented for a particularpiece of status data can be based on the relative urgency of the statusdata. For example, an emergency notification may result in greaterincrements to the urgency score than social networking notifications.The amount by which the urgency score is incremented for a particularstatus may also vary based on the relative urgency related to itsassociated application or module. For example, a low batterynotification may be issued for battery levels less than 20% of fullcharge, while a very low battery notification may be issued for batterylevels less than 5% full charge. In this example, the urgency score maybe increased by one point for low battery notifications and increased byfive points for very low battery notifications. By way of anotherexample, the urgency score may be increased by one point for each textmessage received up to five text messages. For text messages greaterthan ten, the urgency score may be increased by two points.

In some implementations, the amount by which the urgency score isincremented for a particular piece of status data can be based onhistorical user response to the same or similar status data. Forexample, if a user typically accesses a messaging application inresponse to the presentation of a messaging notification (e.g., a newmessage notification) when the user device is accessed, suchnotifications may result in a greater increase in the urgency score thanthe increase in the urgency score in response to a notification that theuser often ignores (e.g., by activating the user device, being presentedwith the notification, and not accessing the notification or theapplication from which the notification originated).

Historical response data for particular notifications and status datacan also be aggregated across multiple users. For example, if a group ofusers typically access particular phone notifications, while ignoring ordelaying access to social networking notifications, the increase to theurgency score due to the particular phone notification may be greaterthan the amount that the urgency score is increased for socialnetworking notifications for users in the group.

The amount of time since the user device was last accessed and thenumber of times the user device has been accessed recently (e.g., withina threshold period of time) can also affect the urgency score. Forexample, if the user has not accessed the user device for more than athreshold period of time, the urgency score may be increased (e.g.,incremented by a pre-determined amount). Similarly, if the user devicehas been accessed many times recently (e.g., more than a thresholdnumber of times during a particular period of time), the urgency scoremay be increased as the user may be checking for something in particularand the presentation of a content item may be distracting. If the userhas accessed the user device recently (e.g., within a threshold amountof time), but infrequently (e.g., less than a particular number of timeswithin the threshold amount of time), the urgency score may be reducedas the user may be casually checking for updates.

The motion of the user device may also affect the urgency score. If theuser device is in motion, for example because the user is walking, theurgency score may be increased (e.g., incremented by a pre-determinedamount) as the user is likely attempting to quickly check something andpresenting a content item may be distracting to the user. If the userdevice is stationary, this may be considered an indication that the usercan focus on the device and the urgency score may be reduced. Forexample, the urgency score may be decremented by a pre-determined amountin response to determining that the user device has been stationary (orhas not moved more than a threshold amount) for at least a thresholdamount of time.

The urgency score may be increased if the user has recently changedenvironments as the user may be getting acclimated to the newenvironment (e.g., incremented by a pre-determined amount). For example,if the user moved from his car to an outside area, the user may beaccessing the user device to obtain walking directions to anotherlocation. Similarly, if the user has traveled from one city to adifferent city, the urgency score may be increased (e.g., incremented bya pre-determined amount) because the user may need to obtain informationabout the different city. The urgency score may be reduced (e.g.,decremented by a pre-determined amount) in response to the environmentbeing the same or similar for at least a threshold period of time.

For opportunities to present a content item prior to the presentation ofselected content, such as a selected video, the user device (or acontent provider such as a video provider) may determine the urgencyscore based on data regarding previous interactions with a userinterface that presents the content. For example, if the user isbrowsing videos using a video player by selecting top videos or videosrelated to a previously viewed video, the urgency score may be reduced(e.g., decremented by a pre-determined amount in response to theselection of at least a threshold number of top or related videospresented to the user) as the user may appear to have time to view anadvertisement or other content item. Conversely, if the user has beenviewing only short segments of videos and quickly returning to searchresults page to find other videos, the user may have a specific purposeand may not have time to view an advertisement or other content item. Inthis situation, the urgency score may be increased. For example, theurgency score may be incremented by a pre-determined amount in responseto returning to the search results page at least a threshold number oftimes in a user session or sequentially. Thus, the number of videosselected and the portion of the videos viewed can be used to determinethe urgency score.

The length of a user session with a video player or other contentpresenting user interfaces can also affect the urgency score. Forexample, the urgency score may be increased (e.g., incremented by apre-determined amount) for new user sessions as the user may have aspecific purpose. Conversely, if the user session has lasted for morethan a threshold amount of time, the urgency score may be reduced (e.g.,decremented by a pre-determined amount) as the user may have more timeto spend viewing a content item.

A determination is made whether the urgency score meets an urgencythreshold (412). If the urgency score meets or exceeds the urgencythreshold, a selection is made to respond to the opportunity to presenta content item by precluding the presentation of a content item (414).That is, a content item is not presented to the user in response to thepresentation opportunity. The user may access the user device,applications of the user device, and/or content of the applicationswithout first viewing a content item.

If the urgency score does not meet or exceed the urgency threshold, aselection is made to respond to the opportunity to present a contentitem by presenting a content item. A content item is selected forpresentation (416). For example, a content item may be selected fromcontent items stored in a content item data store and that were receivedfrom a content distribution system. The content item may be selectedbased on context data (e.g., recent searches, location of the userdevice, applications recently used, or web pages recently viewed) and onthe urgency score. For example, if recent searches are related tosporting goods, an advertisement related to sporting goods may beselected.

In some implementations, the urgency score can be used to select contentitems. For example, the urgency score can be used to filter contentitems based on duration. For higher urgency scores (i.e., urgency scoresindicating that the user may have a high sense of urgency, but do notmeet the threshold urgency score), the content items eligible forpresentation may be limited to those having a short duration. Theurgency score can also be used to select content for a content item. Forexample, an advertisement that includes a discount for a restaurant maybe selected based on recent user queries for restaurants. The amount ofthe discount may vary based on the urgency score. For example, theamount of the discount may be increased for higher urgency scores andreduced for lower urgency scores.

By way of another example, assume that an advertisement for a bank hasbeen selected for presentation. In this example, the content related toopening a new account (or something else that may require a significantamount of time to complete) may be selected for inclusion in theadvertisement for lower urgency scores. For higher urgency scores,content that enables the user to save a bookmark or a phone number forthe bank may be selected for presentation in the advertisement. This isan action a user can quickly complete if the user is interested in theadvertisement.

The urgency score can also be used to determine a size or template forpresenting a content item. For example, if the urgency score is higherthan a threshold, a smaller version of a content item may be displayed.Conversely, if the urgency score is less than a threshold, a largerversion of the content item that includes more content may be displayed.

For video-based content items, the urgency score can be used to filterpre-roll video advertisements by duration. For example, the maximumduration for eligible pre-roll advertisements may be reduced for higherurgency scores. The user device (or video player) may also determinewhether to allow the user to bypass and/or a minimum duration of thepre-roll video that has to play before the advertisement may be bypassedusing the urgency score. For example, if the urgency score exceeds afirst threshold, the user may be given the option to bypass theadvertisement at the beginning of the advertisement. If the urgencyscore is less than a second threshold, the user may not be given theoption to bypass the advertisement. For urgency scores between the firstand second thresholds, the user may be given the option to bypass theadvertisement after a particular duration of the advertisement hasplayed. The particular duration can be increased for lower urgencyscores and increased for higher urgency scores.

A video-based content item may include multiple versions, each with adifferent duration. For example, a particular advertisement may includea ten second version and a twenty second version. The version selectedfor a particular opportunity to present a content item may be selectedbased on the urgency score. In this example, if the urgency scoreexceeds a threshold urgency score, the shorter version (e.g., the tensecond version) may be selected as the user may want quicker access to arequested video. Conversely, if the urgency score is less than athreshold urgency score, the longer version (e.g., the twenty secondversion) may be selected as the user may have more time to view thecontent item.

The selected content item is presented in response to the opportunity topresent a content item (418). The selected content item may be presentedin a manner that temporarily precludes the user from accessing thedevice or content. For example, the selected content item may bepresented upon the unlocking of a device in a manner that calls for theuser to dismiss the content item or to view the content item prior toaccessing the device. If the presentation opportunity is related to avideo player, a pre-roll content item may be presented prior to thepresentation of a video selected by the user.

FIG. 5 is a block diagram of an example computer system 500 that can beused to perform operations described above. The system 500 includes aprocessor 510, a memory 520, a storage device 530, and an input/outputdevice 540. Each of the components 510, 520, 530, and 540 can beinterconnected, for example, using a system bus 550. The processor 510is capable of processing instructions for execution within the system500. In one implementation, the processor 510 is a single-threadedprocessor. In another implementation, the processor 510 is amulti-threaded processor. The processor 510 is capable of processinginstructions stored in the memory 520 or on the storage device 530.

The memory 520 stores information within the system 500. In oneimplementation, the memory 520 is a computer-readable medium. In oneimplementation, the memory 520 is a volatile memory unit. In anotherimplementation, the memory 520 is a non-volatile memory unit.

The storage device 530 is capable of providing mass storage for thesystem 500. In one implementation, the storage device 530 is acomputer-readable medium. In various different implementations, thestorage device 530 can include, for example, a hard disk device, anoptical disk device, a storage device that is shared over a network bymultiple computing devices (e.g., a cloud storage device), or some otherlarge capacity storage device.

The input/output device 540 provides input/output operations for thesystem 500. In one implementation, the input/output device 540 caninclude one or more of a network interface devices, e.g., an Ethernetcard, a serial communication device, e.g., and RS-232 port, and/or awireless interface device, e.g., and 802.11 card. In anotherimplementation, the input/output device can include driver devicesconfigured to receive input data and send output data to otherinput/output devices, e.g., keyboard, printer and display devices 560.Other implementations, however, can also be used, such as mobilecomputing devices, mobile communication devices, set-top box televisionclient devices, etc.

Although an example processing system has been described in FIG. 5,implementations of the subject matter and the functional operationsdescribed in this specification can be implemented in other types ofdigital electronic circuitry, or in computer software, firmware, orhardware, including the structures disclosed in this specification andtheir structural equivalents, or in combinations of one or more of them.

Embodiments of the subject matter and the operations described in thisspecification can be implemented in digital electronic circuitry, or incomputer software, firmware, or hardware, including the structuresdisclosed in this specification and their structural equivalents, or incombinations of one or more of them. Embodiments of the subject matterdescribed in this specification can be implemented as one or morecomputer programs, i.e., one or more modules of computer programinstructions, encoded on computer storage medium for execution by, or tocontrol the operation of, data processing apparatus. Alternatively or inaddition, the program instructions can be encoded on anartificially-generated propagated signal, e.g., a machine-generatedelectrical, optical, or electromagnetic signal, that is generated toencode information for transmission to suitable receiver apparatus forexecution by a data processing apparatus. A computer storage medium canbe, or be included in, a computer-readable storage device, acomputer-readable storage substrate, a random or serial access memoryarray or device, or a combination of one or more of them. Moreover,while a computer storage medium is not a propagated signal, a computerstorage medium can be a source or destination of computer programinstructions encoded in an artificially-generated propagated signal. Thecomputer storage medium can also be, or be included in, one or moreseparate physical components or media (e.g., multiple CDs, disks, orother storage devices).

The operations described in this specification can be implemented asoperations performed by a data processing apparatus on data stored onone or more computer-readable storage devices or received from othersources.

The term “data processing apparatus” encompasses all kinds of apparatus,devices, and machines for processing data, including by way of example aprogrammable processor, a computer, a system on a chip, or multipleones, or combinations, of the foregoing. The apparatus can includespecial purpose logic circuitry, e.g., an FPGA (field programmable gatearray) or an ASIC (application-specific integrated circuit). Theapparatus can also include, in addition to hardware, code that createsan execution environment for the computer program in question, e.g.,code that constitutes processor firmware, a protocol stack, a databasemanagement system, an operating system, a cross-platform runtimeenvironment, a virtual machine, or a combination of one or more of them.The apparatus and execution environment can realize various differentcomputing model infrastructures, such as web services, distributedcomputing and grid computing infrastructures.

A computer program (also known as a program, software, softwareapplication, script, or code) can be written in any form of programminglanguage, including compiled or interpreted languages, declarative orprocedural languages, and it can be deployed in any form, including as astand-alone program or as a module, component, subroutine, object, orother unit suitable for use in a computing environment. A computerprogram may, but need not, correspond to a file in a file system. Aprogram can be stored in a portion of a file that holds other programsor data (e.g., one or more scripts stored in a markup languagedocument), in a single file dedicated to the program in question, or inmultiple coordinated files (e.g., files that store one or more modules,sub-programs, or portions of code). A computer program can be deployedto be executed on one computer or on multiple computers that are locatedat one site or distributed across multiple sites and interconnected by acommunication network.

The processes and logic flows described in this specification can beperformed by one or more programmable processors executing one or morecomputer programs to perform actions by operating on input data andgenerating output. The processes and logic flows can also be performedby, and apparatus can also be implemented as, special purpose logiccircuitry, e.g., an FPGA (field programmable gate array) or an ASIC(application-specific integrated circuit).

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read-only memory ora random access memory or both. The essential elements of a computer area processor for performing actions in accordance with instructions andone or more memory devices for storing instructions and data. Generally,a computer will also include, or be operatively coupled to receive datafrom or transfer data to, or both, one or more mass storage devices forstoring data, e.g., magnetic, magneto-optical disks, or optical disks.However, a computer need not have such devices. Moreover, a computer canbe embedded in another device, e.g., a mobile telephone, a personaldigital assistant (PDA), a mobile audio or video player, a game console,a Global Positioning System (GPS) receiver, or a portable storage device(e.g., a universal serial bus (USB) flash drive), to name just a few.Devices suitable for storing computer program instructions and datainclude all forms of non-volatile memory, media and memory devices,including by way of example semiconductor memory devices, e.g., EPROM,EEPROM, and flash memory devices; magnetic disks, e.g., internal harddisks or removable disks; magneto-optical disks; and CD-ROM and DVD-ROMdisks. The processor and the memory can be supplemented by, orincorporated in, special purpose logic circuitry.

To provide for interaction with a user, embodiments of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; for example,feedback provided to the user can be any form of sensory feedback, e.g.,visual feedback, auditory feedback, or tactile feedback; and input fromthe user can be received in any form, including acoustic, speech, ortactile input. In addition, a computer can interact with a user bysending documents to and receiving documents from a device that is usedby the user; for example, by sending web pages to a web browser on auser's client device in response to requests received from the webbrowser.

Embodiments of the subject matter described in this specification can beimplemented in a computing system that includes a back-end component,e.g., as a data server, or that includes a middleware component, e.g.,an application server, or that includes a front-end component, e.g., aclient computer having a graphical user interface or a Web browserthrough which a user can interact with an implementation of the subjectmatter described in this specification, or any combination of one ormore such back-end, middleware, or front-end components. The componentsof the system can be interconnected by any form or medium of digitaldata communication, e.g., a communication network. Examples ofcommunication networks include a local area network (“LAN”) and a widearea network (“WAN”), an inter-network (e.g., the Internet), andpeer-to-peer networks (e.g., ad hoc peer-to-peer networks).

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other. In someembodiments, a server transmits data (e.g., an HTML page) to a clientdevice (e.g., for purposes of displaying data to and receiving userinput from a user interacting with the client device). Data generated atthe client device (e.g., a result of the user interaction) can bereceived from the client device at the server.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular embodiments of particular inventions.Certain features that are described in this specification in the contextof separate embodiments can also be implemented in combination in asingle embodiment. Conversely, various features that are described inthe context of a single embodiment can also be implemented in multipleembodiments separately or in any suitable subcombination. Moreover,although features may be described above as acting in certaincombinations and even initially claimed as such, one or more featuresfrom a claimed combination can in some cases be excised from thecombination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the embodiments described above should not be understoodas requiring such separation in all embodiments, and it should beunderstood that the described program components and systems cangenerally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular embodiments of the subject matter have been described.Other embodiments are within the scope of the following claims. In somecases, the actions recited in the claims can be performed in a differentorder and still achieve desirable results. In addition, the processesdepicted in the accompanying figures do not necessarily require theparticular order shown, or sequential order, to achieve desirableresults. In certain implementations, multitasking and parallelprocessing may be advantageous.

What is claimed is:
 1. A computer-implemented method to present contentitems on user devices, comprising: by one or more computing devices:configuring an application to present content items on a user interfaceof a user computing device; identifying an opportunity to serve aparticular content item; determining that a usage status of theapplication indicates that a user of the application is not activelyengaged with the application; upon determining that the user of theapplication is not actively engaged, obtaining the particular contentitem; receiving, from the user computing device, one or more statusesassociated with the user computing device; weighting the one or morereceived statuses associated with the user computing device; adjustingthe particular content item based on the one or more weighted statuses;and presenting the adjusted particular content item on the userinterface of the user computing device.
 2. The computer-implementedmethod of claim 1, wherein the one or more statuses of the usercomputing device are based on one or more of a battery level of the usercomputing device, a quantity of notifications from applicationsoperating on the user computing device, and a quantity of interactionswith the user computing device.
 3. The computer-implemented method ofclaim 1, further comprising: receiving, by the one or more computingdevices, an input of a request to remove the presentation of theparticular content item on the user interface; and removing, by the oneor more computing devices, the presentation of the particular contentitem from the user interface.
 4. The computer-implemented method ofclaim 1, wherein the application presents a website and the particularcontent item is presented on a webpage.
 5. The computer-implementedmethod of claim 1, wherein the particular content item is provided by acontent distribution computing system, the method further comprising:determining a manner in which the particular content item will bepresented based on the one or more received statuses, includingdetermining whether to preclude access to the user computing device bypresentation of the particular content item based on the one or morestatuses.
 6. A computer program product, comprising: a non-transitorycomputer-readable storage device having computer-executable programinstructions embodied thereon that when executed by a computer cause thecomputer to present content items on user devices, comprisingcomputer-executable program instructions to: configure an application topresent content items on a user interface of a user computing device;identify an opportunity to serve a particular content item; determinethat a usage status of the application indicates that a user of theapplication is not actively engaged with the application; obtain theparticular content item upon determining that the application is notactively engaged determine a status of the user computing device; basedon the status of the user computing device, select a presentation sizeof the particular content item; and present the particular content itemwith the selected presentation size on the user interface of the usercomputing device.
 7. The computer program product of claim 6, whereinthe status of the user computing device is based on one or more of abattery level of the user computing device, a quantity of notificationsfrom applications operating on the user computing device, and a quantityof interactions with the user computing device.
 8. The computer programproduct of claim 6, further comprising computer-executable instructionsto: receive an input of a request to remove the presentation of theparticular content item on the user interface; and remove thepresentation of the particular content item from the user interface. 9.The computer program product of claim 6, wherein the application is awebsite and the particular content item is presented on a webpage. 10.The computer program product of claim 6, wherein the particular contentitem is provided by a content distribution computing system.
 11. Asystem to present content items on user devices, comprising: a storagedevice; and a processor communicatively coupled to the storage device,the processor executing application code instructions that are stored inthe storage device to cause the system to: configure an application topresent content items on a user interface of a user computing device;identify an opportunity to serve a particular content item; determinethat a usage status of the application indicates that a user of theapplication is not actively engaged with the application; upondetermining that the user of the application is not actively engaged,obtain the particular content item determine a status of the usercomputing device; based on the status of the user computing device,select a presentation size of the particular content item; and presentthe particular content item with the selected presentation size on theuser interface of the user computing device.
 12. The system of claim 11,wherein the status of the user computing device is based on one or moreof a battery level of the user computing device, a quantity ofnotifications from applications operating on the user computing device,and a quantity of interactions with the user computing device.
 13. Thesystem of claim 11, wherein the processor further executes applicationcode instruction to cause the system to: receive an input of a requestto remove the presentation of the particular content item from the userinterface; and remove the presentation of the particular content itemfrom the user interface.
 14. The system of claim 11, wherein theapplication presents a website and the particular content item ispresented on a webpage.
 15. The system of claim 11, wherein theparticular content item is provided by a content distribution computingsystem.
 16. The system of claim 11, wherein the processor furtherexecutes application code instruction to cause the system to access asecond application on the user computing device in response to a userinteraction with the particular content item presented on the userinterface of the user computing device.
 17. The computer-implementedmethod of claim 1, further comprising accessing a second application onthe user computing device in response to a user interaction with theparticular content item presented on the user interface of the usercomputing device.
 18. The computer program product of claim 6, furthercomprising computer-executable instructions to access a secondapplication on the user computing device in response to the userinteraction with the particular content item presented on the userinterface of the user computing device.